How Beyond Fifteen Has Continued to Thrive in a Changing PR Landscape
By
Leslie Licano, CEO and co-founder of Beyond Fifteen Communications, Inc
Fifteen years ago, the public relations industry looked very different. Traditional media relations – press releases, journalist outreach and event coverage – dominated the landscape. But the digital revolution, the rise of social media and shifting consumer expectations forced PR professionals to rethink their strategies. Beyond Fifteen Communications, Inc., first established in 2009, recognized these changes early on and adapted by integrating more traditional PR tactics with digital marketing, social media and data-driven strategies. After 15 years in the marketing and communications industry, Beyond Fifteen’s leadership and success is proof that adaptability and innovation are essential for long-term success.
The Evolution of PR:
A Dramatic Transformation
Once focused solely on securing earned media coverage, the discipline of public relations has expanded to include social media management, content marketing and data-driven audience targeting to support outreach efforts. No longer could companies rely on carefully curated press releases alone; audiences now demand authenticity, transparency and regular engagement. The rise of digital platforms forced agencies to evolve or risk becoming obsolete. Beyond Fifteen saw this shift as an opportunity early on, incorporating new tools and strategies to reach audiences where they were. The agency leaned into crafting omnichannel campaigns that seamlessly blended PR with digital marketing, allowing clients to engage in real-time conversations online with their audiences.
Embracing an Integrated Approach
Beyond Fifteen’s success stems from its ability to merge traditional PR with digital and social media marketing, adopting full-funnel marketing tactics that differentiated it from competitors. The agency mixed PR efforts with SEO, influencer collaborations and paid social strategies, ensuring that every campaign maximized reach and impact. Rather than measuring success solely by media coverage, Beyond Fifteen took up a data-driven approach, adding ROIs for engagement, website traffic, lead generation and conversions. This allowed clients to see tangible results beyond PR impressions, proving the agency’s value in driving business outcomes.
Additionally, Beyond Fifteen’s integrated approach placed a strong emphasis on transparency and collaboration. While some agencies operate behind closed doors, providing limited insights into their efforts, Beyond Fifteen took a different path forward. Weekly updates, clear scopes of work and open communication became the foundation of its client relationships, building trust and long-term partnerships.
The Power of Authentic Storytelling and Engagement
In today’s PR landscape, authenticity is non-negotiable. Consumers and stakeholders expect brands to engage in meaningful, two-way conversations rather than push out one-dimensional narratives. Beyond Fifteen has consistently championed storytelling that resonates on a human level, helping brands foster genuine connections with their audiences.
This strategy has been particularly crucial in the era of social media, where brand reputation can be built – or broken – overnight. By crafting compelling brand narratives and responding to real-time conversations, Beyond Fifteen has helped clients navigate crises, capitalize on opportunities and build lasting credibility in its industries.
Overcoming Challenges in a Competitive Industry
Success in the PR industry doesn’t come without challenges. As a woman-owned agency, Beyond Fifteen faced barriers in the early days, particularly in an industry where decision-makers were often male-dominated. However, rather than allowing these challenges to hinder growth, co-founders Leslie Licano and Lauren Ellermeyer leaned into their strengths – relationship-building, strategic thinking and a deep understanding of audience engagement.
They also recognized the need to continuously evolve. While some agencies resisted digital transformation, Beyond Fifteen took on change, ensuring that its team remained ahead of industry trends. This forward-thinking mindset, combined with an unwavering commitment to delivering results has been a key driver of the agency’s longevity.
The Future of PR and Beyond Fifteen’s Continued Innovation
Looking ahead, PR will continue to evolve with advancements in artificial intelligence (AI), hyper-personalization and omnichannel marketing. AI is already transforming PR practices, from media monitoring to predictive analytics, allowing professionals to refine messaging and optimize campaigns in real time. In the midst of this digital hurricane consumers face daily, Beyond Fifteen firmly believes that technology should enhance, not replace, the human element of PR.
Moreover, the agency is committed to maintaining its holistic approach—blending traditional PR with cutting-edge digital strategies. As consumer behaviors shift, Beyond Fifteen will continue to innovate, ensuring its clients remain at the forefront of their industries.
Final Thoughts
Beyond Fifteen’s journey over the past 15 years demonstrates that adaptability, forward-thinking strategies and transparency are the cornerstones of long-term success in PR. By integrating digital transformation, prioritizing authentic storytelling and maintaining a results-driven approach, the agency continues to thrive.
For PR professionals navigating today’s dynamic landscape, the key takeaway is clear: those who remain flexible, data-driven and audience-focused will be best positioned for success. As the industry continues to evolve, Beyond Fifteen’s commitment to innovation ensures it will remain a leader, helping brands cut through the noise and build meaningful connections in an increasingly digital world.
Leslie Licano is the co-founder of Beyond Fifteen Communications, Inc. a leading marketing and PR firm. She is recognized for her expertise in branding, strategic communications and helping clients stand out as innovators in their industries.
